Digital Marketing Investment and The Sustainability Performance of Manufacturing Firms in Emerging Markets

John Kwame Akuma; Derrick Nukunu Akude; Emmanuel Addai Kwaning; Isaac Kwame Amoah-Ahinful

doi:10.14419/dq8hc071

Authors

John Kwame Akuma Department of Accounting, Banking and Finance, Ghana Communication Technology University, PMB 100, Tesano, Accra, Ghana https://orcid.org/0009-0003-4851-2056 (unauthenticated)
Derrick Nukunu Akude Department of Marketing, Ghana Communication Technology University, PMB 100, Tesano, Accra- Ghana https://orcid.org/0000-0003-4960-9119 (unauthenticated)
Emmanuel Addai Kwaning Department of Accounting, Banking and Finance, Ghana Communication Technology University, PMB 100, Tesano, Accra, Ghana https://orcid.org/0000-0001-5179-7214 (unauthenticated)
Isaac Kwame Amoah-Ahinful Department of Accounting, Banking and Finance, Ghana Communication Technology University, PMB 100, Tesano, Accra, Ghana https://orcid.org/0000-0001-5638-9738 (unauthenticated)

DOI:

https://doi.org/10.14419/dq8hc071

Published

08-10-2025

Keywords:

Digital Marketing Investment; Digital Marketing Technologies; Digital Marketing Capability; Digital Marketing Strategic Integration and Sustainability Performance

Abstract

This paper investigated the relationship between digital marketing investment and the sustainability performance of manufacturing firms in ‎emerging markets. The survey utilized a self-administered questionnaire approach, gathering a total of 287 completed responses for data ‎analysis utilizing Smart PLS-SEM (version 4). The study reveals that digital marketing capability has a significantly positive effect on environmental performance. Similarly, digital marketing capability has a significant impact on financial performance. However, ‎digital marketing capability exhibits no statistically significant effect on social performance. Furthermore, digital marketing strategic integration exhibits a significant effect on both environmental and social performance. Also, digital marketing strategic integration has a ‎statistically significant, but negative effect on financial performance. The adoption of digital marketing technologies demonstrates a positive‎ly significant influence on financial performance. Also, the adoption of digital marketing technologies positively affects social performance ‎significantly. Moreover, the adoption of digital marketing technologies has a significant effect on environmental performance. ‎This investigation provides insights into the value of digital marketing investment and the sustainability performance of manufacturing firms ‎in emerging markets, thereby highlighting their implications for theory, managers, and business success‎.

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How to Cite

Akuma, J. K., Akude, D. N., Kwaning, E. A., & Amoah-Ahinful, I. K. (2025). Digital Marketing Investment and The Sustainability Performance of Manufacturing Firms in Emerging Markets. International Journal of Accounting and Economics Studies, 12(6), 304-316. https://doi.org/10.14419/dq8hc071

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